Ensure that you are using language that resonates with your potential clients.
Are you using the right words to excite them, or to show that you can fix their issues? Often slightly changing how you describe a product or service can completely change how people view the service.
Keep it professional. There’s no need to swear and curse – as my father always says people that use foul language in business discussions have no grasp on articulation and delivery of a message. Funny thing my Dad is bang on!
Using well-constructed language that reflects you and your company’s goals is critical for the elevator pitch to the discussions with clients and prospects. Language is just as important as marketing or branding. On the same topic of language, in the game of sales one of the greatest tools is the language of positives. This is simply speaking in positives so the message is always encouraging and exciting.
An easy example of this is: “that’s no problem to do” can be rephrased to “Yes we can absolutely help to achieve this for you”, same wording but avoiding using the double negative of NO and PROBLEM. Simple changes like this can have a huge impact on your results – and the motivation of your staff!
A further example using language in sales is to simply use last weeks tip (listening) to their issues then adjusting your language and how you describe your product or service to include the key “trigger” words and the sales process will be much smother.
I had great success with this when I was working for Calcium – the way the sales team was told to sell the product was on the merits of its marketing ability – these were fantastic solutions to problems most people did not know they had. After asking a number of prospects what issues they had with email, then changing the language I used to describe the same services, clients instantly understood how the tool could help them and sales took off!
“Sales is not the art of making people buy, but the art of conversation”
– Tom Reidy Catalyst90
For more tips – check out The Conversation of Selling.
February 9, 2009 at 7:22 am |
[...] The conversation of selling – Language [...]
February 10, 2009 at 7:52 am |
Was your Dad a chicken farmer? That would be ‘foul’ language, not ‘Fowl’..! Just kidding, like the article ; )
February 10, 2009 at 8:04 am |
Thanks
Have wiped the egg off my face and fixed the typo!
February 23, 2009 at 5:53 pm |
[...] Language - ensure that you are using language that resinates with your potential clients. Are you using the right words to excite them, or to show that you can fix their issues? Often slightly changing how you describe a product or service can completely change how people view the service. [...]